What I Learned on My Very Long SEINFELDIA Book Tour

I’m sort-of done with my book tour for Seinfeldia‘s hardcover edition—which I certainly should be, given that it came out nearly nine months ago. I have a few book festivals and paid speaking engagements left, but as far as my straight-ahead, girl-and-a-book road show is concerned, I’m wrapped until paperback (which is a mere three months away in June). In any case, it’s a good time to reflect on some things I’ve learned on this tour, which was by far the most intense book promotion I’ve ever done. Not only was this book a bestseller about a topic people loooove, which meant more invitations than I’d ever gotten before; I also did the Jewish Book Council, which books authors who are Jewish or who have Jewish books at synagogues and JCCs across the country, paying for all travel expenses. (Publishers very rarely pay for tours these days, so usually authors themselves are paying their travel if not for an organization like the JBC.)

I did enough appearances that I lost count long ago, but I would say dozens. I know how lucky I am to have a book people want to hear about; though it is an arduous process, I remain a big believer in the value of meeting people in person and making connections throughout the country. I have stayed in fancy hotels and in people’s homes; I have been feted with fancy nighttime soirees and I have been asked, upon requesting the luxury of water during my speech, “Is warm water okay?” I have been stuck in the special hell known as a missed connecting flight several times. I have sold anywhere from 1 to 60 books in a night, with crowds ranging from a handful to 200 or so.

If you’re touring with a book yourself anytime soon, please learn from my experiences:

Get TSA Precheck, then make sure anyone booking your flights has your Known Traveler Number, then make sure it shows up on every ticket you get. I had Precheck, and it saved me untold agony; but there were also a few glitches when it didn’t show up, and one time this was compounded by a nightmare scenario that had me going back and forth between terminals three times at one airport. Every time, I had to go through standard security with my carry-on.

San Francisco International Airport has a yoga room in Terminal 2. It is tiny and no-frills but an extremely pleasant way to spend time between flights.

Make your job easier: Have something going on besides just reading or talking. I’m lucky in that I can show scenes from one of the funniest sitcoms of all time. I put together some edited clips, which I showed at the vast majority of my events. It’s a pain beforehand, because you need to make sure your venue has an audio-visual set-up that works. But it’s much more fun for everyone, including you. Alternatives to this include having an interview/discussion with another author (my friend, rockstar author Jami Attenberg, has been doing this on her tour right now to great effect) or putting together a little panel—I usually do this in Los Angeles, where, for instance, several former Seinfeld writers are based. In Louisville, with The J, I did a joint event with Seinfeld composer Jonathan Wolff that was a highlight of my tour.

If you do have an A/V presentation, put together a little kit of all the adapters you might need. I have a Mac laptop, so I don’t go anywhere without an HDMI adapter and a VGA adapter. I often bring my own HDMI cable, too, just in case. Jonathan speaks often on the road, and he showed me his even fancier kit, which includes his own lavaliere mic pack.

If you need to put together film clips, I recommend ScreenFlow, though certainly there are other programs as well.

Don’t travel on a day when there is a deeply emotional, historic election for President of the United States happening. You will be extra distressed when you then get stuck overnight in Charlotte, North Carolina, and your airline does not provide accommodations and you seem eternally doomed to a hell full of CNN TVs blasting terrible news at you. Just a general tip.

If you’re planning your own events, partner with a venue that has its own outreach—mailing lists, social media, etc. This goes double/triple/quadruple for cities where you don’t personally have a huge network. My best events were at places like Book Soup in Los Angeles, the Museum of Broadcast Communications in Chicago, Word bookstore in Brooklyn, and the 92nd Street Y in New York City.

Small towns often have big turnouts. When I got invitations through the Jewish Book Council, it was tempting to just jump at places like Portland, Oregon, and ignore places like Dayton, Ohio, or Newport News, Virginia. No offense to those places, but some cities are just more travel-glamorous than others. Portland was great—it’s one of my favorite cities, and I got to stay in a sweet hotel—but Dayton and Newport News, among other smaller cities, drew some of my biggest crowds. In a place like Portland, there are about three bazillion impossibly cool cultural activities to compete with on any given night; the JCCs I visited in Dayton and Virginia were the hot spots for the night.

The bigger deal an event seems, the better it will be. Sounds kind-of duh, but let me explain: If you’re just another author they’re parading through on a daily or weekly basis, neither you nor your guests—if they even show up—will get much out of it. My most memorable events were the ones where we had themed food like Junior Mints and black-and-white cookies, trivia contests, and even—thanks, Louisville!—special themed cocktails and goodie bags. Do what you can, along with your hosts, to make an event An Event.

Applebee’s is not bad in a pinch. The salmon is great and a mere 540 calories.

Do not underestimate free breakfast at the hotel.

Make a standard list for packing that includes whatever you need for your presentation, what you want to wear for your presentation, and whatever else keeps you sane (I always bring workout clothes). Next time I want to get better at this and come up with a basic set of healthy, air travel-friendly snacks to pack. The eating situation has been a nightmare.

Shop for a few go-to outfits beforehand that span whatever seasons might be necessary. I have a lighter linen blazer and a wool blazer, plus a few cotton dresses that aren’t easily marred by travel. All of these outfits can be worn with the same black boots.

Don’t assume that because you’ve been asked to speak somewhere, your books will be for sale. Ask ahead of time so you can decide whether it’s worth showing up.

Especially for events where your book isn’t for sale, have something easy to hand out to remind people of your book; I got bookmarks made.

Don’t put too much pressure on yourself. If there’s a small turnout, that’s only the tiniest bit to do with you and everything to do with the weather, the venue, local and national events, and all kinds of other things. One event planner at a Barnes & Noble told me that even INSERT NAME OF SUPER-FAMOUS MULTI-BESTSELLING AUTHOR OF AIRPORT-SOLD MYSTERIES HERE showed up once to an audience of zero.

Have fun and make friends with organizers and booksellers. They’ll be your allies next time around.

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3 comments

Reblogged this on Kristina Hollinger and commented:
This is a great read for any author, even those non-best sellers out there 😉 And let’s face it, Jen Armstrong’s pieces are always clever, entertaining reads!!!✨#amwriting #writerslife #gratitude #positivevibes #hayhouse